Many brands still underestimate the role children play in household purchasing decisions. While parents may hold the wallets, kids often have a significant say in what gets bought—from breakfast cereals to holiday destinations. The influence of young consumers extends far beyond just toys and entertainment; their preferences shape purchasing decisions across industries, including retail, food, travel, and technology.
Understanding how children influence these choices provides a unique opportunity for brands to build lasting relationships with families. Companies that actively incorporate a child’s perspective into their brand strategy are better positioned to increase engagement, brand loyalty, and, ultimately, sales.
The science behind kids’ influence
Children begin to form preferences and make choices at a remarkably young age. Studies show that brand recognition can start as early as age two, and by the time children reach school age, they are already developing loyalty towards specific products and companies.
Several factors contribute to their growing influence:
- Cognitive Development: As children grow, they observe and learn from their surroundings, including the brands their parents choose.
- Emotional Triggers: Children are highly responsive to emotions in advertising, particularly when brands use storytelling, fun characters, or relatable situations.
- Social Influence: Peer pressure and trends play a crucial role, especially as children become more exposed to social media and digital content.
Brands that understand these psychological drivers can craft marketing messages that genuinely resonate with both children and their parents.
The three types of child-driven influence
Children influence their parents’ buying decisions in three primary ways.
Direct Influence (“Pester Power”)
This occurs when children actively ask or insist that their parents buy something for them. Whether it’s a particular brand of cereal, a new toy, or a specific airline because of a fun in-flight experience, direct influence is one of the most immediate ways kids shape spending habits.
Indirect Influence
Even when children don’t explicitly ask for something, their preferences often guide what parents purchase. Parents consider what their kids will like, be entertained by, or feel comfortable with. This is particularly relevant in industries like travel, where airlines, hotels, and restaurants aim to create family-friendly environments.
Future Influence (Brand Loyalty)
Children’s brand experiences today shape their preferences as adults. A child who grows up flying with a particular airline may choose the same airline when they start travelling independently. This long-term influence makes it crucial for brands to establish strong connections with young consumers early on.
How brands can engage kids & their families
To successfully appeal to families, brands must create engaging experiences that resonate with both children and their parents. Here are some key strategies.
Creating Child-Friendly Experiences
Companies that offer positive experiences for children create memorable connections that influence buying decisions. Airlines that provide high-quality kids’ entertainment, engaging activity packs, and child-friendly meals differentiate themselves in a competitive market.
The Power of Play & Education
Brands that integrate play and learning into their offerings can build stronger connections with young consumers. Educational toys, interactive experiences, and gamified content make brands more appealing to children while also reassuring parents that they provide value.
Sustainability & Ethics Matter
Modern parents are increasingly aware of the environmental and ethical impact of their purchasing decisions. Brands that prioritise sustainability in their children’s products—whether through eco-friendly packaging, ethically sourced materials, or reduced plastic use—gain trust from both parents and children.
Multi-Channel Presence
Children consume media across multiple platforms, from YouTube and gaming apps to social media and in-store experiences. Brands must ensure they are present across these channels, offering engaging content that resonates with younger audiences.
Practical takeaways for businesses
If brands want to tap into children’s influence effectively, they need to focus on the following key areas:
✔ Know Your Audience: Conduct research to understand what resonates with children and their families.
✔ Engage Parents & Kids Simultaneously: Successful brands craft messaging that appeals to both children and their parents.
✔ Be Ethical & Transparent: Avoid manipulative marketing techniques and instead build trust through responsible advertising.
✔ Leverage Digital & Physical Channels: Whether through interactive online content, in-store experiences, or product packaging, brands must be present where kids engage the most.
Why kids should be at the centre of your brand strategy
Children are a powerful but often overlooked market force. They shape purchasing decisions in the present, influence future brand loyalty, and create opportunities for brands that prioritise their needs.
At KIDZbranding, we specialise in helping brands unlock the full potential of children as consumers. Whether it’s designing engaging brand experiences for airlines, optimising product offerings for families, or aligning with sustainability goals, we ensure that brands stay relevant in an increasingly child-influenced market.
Are you ready to rethink your approach to children’s marketing? Get in touch with us today to explore how we can help you create impactful, child-centric brand experiences.
